'Rhetorical Analysis Of Amazon Prime's Lion'

Christine Teigen, an American model for Sport’s Illustrated and commentator on Lip Sync Battle (Mead), recently tweeted, “[I] just cried at the Amazon Prime commercial with the dog lion. I relate to this heavily.” In February 2005, Amazon launched a new feature to their system called Amazon Prime. A membership with this advanced delivery system allows customers to indulge in two-day shipping on millions of items (“Amazon Prime”). Amazon Prime’s recent commercial “Lion” first aired on May 31, 2016. In the video, Amazon Prime targets adults, specifically parents, and animal lovers, which is why they showcase a newborn baby and a golden retriever. This Amazon Prime commercial effectively captivates its audience through its ample use of pathos and slight use of logos, creating a strong emotional connection with viewers.
The commercial, “Lion,” opens with a mom, a dad, and their new baby girl in their living room. Their pet dog approaches the newest family member, causing the baby to cry. To calm her down and make her smile, the mom gives her a stuffed lion. The golden retriever walks away sadly and watches the now joyful family from afar. The father sees that the dog is sad and uses his Amazon Prime account to order a lion’s mane for the dog in hopes that his dog and his daughter can become friends. Two days later, the dog
It creates a connection amongst different people through their common love for their children and their pets. However, this commercial could be more effective if it used ethos to promote the credibility of the company. An example would be to use a famous family as the main characters, or compare itself favorably to other fulfillment companies like EBay. Even though it is already one of the world’s most popular subscription services, Amazon Prime still aims to produce commercials that attract people to subscribe by bringing smiles to viewers’